OECD Tourism Trends and Policies 2026

Tourism remains one of the key drivers of the Croatian economy. In 2022, tourism contributed approximately EUR 8.2 billion or 12.2% of GDP, confirming its structural importance for the national economy. In 2024, 105 700 persons were employed in tourism-related jobs, or 7.1% of total employment, reflecting a 6.9% increase in people employed compared with 2023.

The sector accounted for 65.8% of total service exports in 2024, generating EUR 15 billion in revenue, which represents an increase of 2.8% compared to 2023. According to data from the Croatian National Bank, in 2025, revenues from foreign tourists amounted to EUR 15.3 billion, representing a 2% increase compared to the same period in 2024.

International tourism continued its strong momentum and reached record levels in 2025, with over 17.6 million tourist arrivals and 85.6 million overnight stays, an increase of 1.4% in arrivals and 0.8% in overnight stays compared to 2024, the previous record year. The top international source markets in 2024 were Germany (17.7%), Slovenia (9.0%) and Austria (8.7%). Domestic tourism also grew strongly, with 2.9 million Croatian tourists staying in commercial accommodation in 2024, a rise of 8.7% from the previous year.

The Ministry of Tourism and Sport is the central authority responsible for defining tourism policy, legislation, strategic development, and co-ordination of tourism-related activities at the national level. It co-operates closely with the Croatian Chamber of Economy, the Croatian Chamber of Trades and Crafts and various professional associations within the tourism and hospitality sectors. The Croatian National Tourist Board, which operates under the Ministry, is responsible for the strategic promotion of Croatia in international markets and supports product development, marketing campaigns, and co-financing initiatives in co-operation with local and regional tourism boards.

At the regional level, 20 county administrative offices and the city of Zagreb have dedicated tourism departments that oversee the classification of accommodation facilities and issue permits for tourism-related services. At the local level, there are 298 municipal and city-level tourist offices responsible for developing tourism products, providing information services, and supporting local tourism economies. These offices operate under the co-ordination of county-level (regional) tourist boards.

The Ministry of Tourism and Sport actively collaborates with other ministries, public agencies and private sector organisations to ensure alignment of policies and implementation of cross-sectoral initiatives.

In terms of public financing, the Ministry's budget has grown significantly in recent years, from EUR 100 million in 2024 to EUR 163 million in 2025, reflecting an expansion of its projects and activities, particularly in sustainable tourism development, resilience, and the use of European Union funds.

The Sustainable Tourism Development Strategy 2030, the National Plan for the Development of Sustainable Tourism 2027 and the Action Plan for the Implementation of the National Plan 2025 continue to offer strategic oversight of tourism in Croatia. Overall, the goal of the Strategy and Plans is to transform tourism in Croatia into a year-round, regionally balanced, and sustainable sector that improves the quality of life for residents while protecting natural and cultural resources, in line with the principles of green and digital transition.

The Tourism Act, adopted in 2023 and further operationalised in 2024 through implementing regulations, introduced a modernised legal framework focused on sustainable destination management. The Tourism Act enables effective management of tourism development in the direction of sustainability, based on measurable data and the implementation of the green and digital transition. In addition to the Tourism Act, the following bylaws have been adopted:

• Regulation on the Methodology for Developing a Destination Management Plan

• Regulation on the Methodology for Calculating Carrying Capacity

• Regulation on Indicators for Monitoring Tourism Development and Sustainability, which includes indicators related to mitigating and adapting tourism to climate change.

The national level documents are supported by regional level strategies. The Tourism Act mandates the preparation of four-year local and regional Destination Management Plans aligned with national priorities, using tourism accounts and standard sustainability indicators. This allows authorities to manage tourism flows, assess carrying capacity, and balance economic, environmental, and social goals, with guidelines and support provided for consistent implementation. Croatia also provides detailed guidelines, templates, and support services to ensure consistent implementation.

Additional measures to promote regional development and diversification of tourism include:

• Developing specific forms of tourism: Through the National Recovery and Resilience Plan and other funding mechanisms, significant financial resources have been allocated to develop health, active, and sustainable tourism infrastructure, including spa and wellness centres, within the aim of extending the tourist season.

• Strategic marketing activities: The Croatian National Tourist Board implements annual work programmes focusing on promoting year-round tourism, encouraging visits to lesser-known destinations and strengthening Croatia’s positioning as a sustainable destination.

• Legislative measures: New legislation is being implemented to curb short-term tourist rentals, including changes in taxation and stricter administrative requirements, with the aim of addressing housing affordability and availability for local residents.

In early 2025, additional amendments were made to three Acts in spatial planning, taxation, and tourism. The Building Management and Maintenance Act introduced stricter rules to protect the housing stock from excessive tourist use, while the Real Estate Tax Act replaced the vacation home tax with a more equitable property tax system that discourages speculative investment in short‑term rentals. The Hospitality Industry Act defined the concept of the “local host” as a resident providing accommodation within their household, with the option of offering breakfast. Together, these measures directly address the challenges posed by unregulated short‑term rentals. By curbing speculative property purchases, ensuring fair taxation, and legally distinguishing traditional family accommodation from purely commercial operators, Croatia is mitigating housing shortages, stabilising demographic trends, and ensuring that tourism growth benefits local communities.

The Sustainable Tourism Satellite Account of Croatia is in development as a national system to measure the economic, environmental, and social impacts of tourism in a standardised way. Once established, it will provide an evidence‑based framework to guide data‑driven policies, address key sustainability challenges, and support decision making that reflects local community needs.

Croatia is actively advancing sustainable tourism through multiple investment projects. Under the National Recovery and Resilience Plan, 72 contracts worth EUR 323 million have been signed, with 13 projects completed. Additional investments include 25 applications under the Investment Promotion Regulation (EUR 575 million), 24 projects under the Multiannual Financial Framework (EUR 51.3 million), and 376 projects via tourism development funds (EUR 11.5 million). These initiatives highlight strong progress in strengthening Croatia’s tourism sector.

Croatia promotes sustainable tourism by using sustainability indicators, limiting visitors in sensitive areas, supporting eco-certification, investing in green infrastructure and low-carbon transport, and integrating climate resilience into planning. Initiatives also include circular economy practices, food waste reduction, and water-saving systems. The UN Tourism Centre for Sustainable Tourism Research and Development in Zagreb, established in 2025, will further boost innovation, research, and climate resilience, and strengthening Croatia as a leader in sustainable tourism (see box below).

The Ministry of Tourism and Sport has run workshops to educate over 700 stakeholders annually on community resilience, infrastructure, and quality of life. As part of broader efforts to engage local communities and improve tourism management, Croatia has also introduced the Local Host label. This initiative distinguishes and promotes high-quality hosts among existing accommodation providers. It emphasises responsible hosting, ensuring that rental properties meet safety, hygiene, and tax compliance standards.

To improve safety, investments have been made in real-time safety technology such as the “112 Croatia” app, currently being rolled out to provide emergency and disaster alerts tailored for both locals and tourists. Additionally, local Smart City systems in cities like Dubrovnik and Zadar integrate technology to enhance public safety and service co-ordination during high tourist seasons. Dubrovnik uses smart parking, license-plate recognition, visitor-counting, and crowd-management algorithms as part of its Respect the City initiative, which improves tourist flow, reduces congestion, protects heritage, and enhances residents’ quality of life through sustainable tourism.